Toyota Australia has unveiled the next phase of its long-running HiLux brand platform with a new campaign developed by Saatchi & Saatchi Australia, marking the arrival of the updated HiLux model.
The campaign continues the ‘Don’t send a ute to do a HiLux job’ positioning, which Toyota has used to reinforce the vehicle’s durability and relevance to Australian drivers across work and lifestyle use.
The updated HiLux features refreshed styling, upgraded technology and enhanced capability. Toyota says the model has been designed in Australia with local conditions and expectations in mind, while maintaining the durability the nameplate is known for.
At the centre of the campaign is a hero film that uses humour to explore loyalty. In the execution, dozens of dogs abandon their owners’ vehicles and jump into the tray of the new HiLux, positioning the ute as the ultimate object of allegiance.
Vin Naidoo, Chief Marketing Officer at Toyota Australia, said the campaign was designed to reflect the emotional connection Australians have with the HiLux brand.
“In Australia’s heart, one name stands tall – HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend,” Naidoo said. “We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”
Mandie van der Merwe, Chief Creative Officer at Saatchi & Saatchi Australia, said the work aimed to celebrate that loyalty in a light-hearted way.
“HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives,” van der Merwe said.
Media for the campaign is being handled by Spark Foundry Australia, with activity rolling out across summer. The schedule spans television, out-of-home, digital, radio, in-store, and social channels, with further extensions planned.
The campaign marks the latest chapter in Toyota’s long-term investment in the HiLux brand, which has been part of Australian motoring culture for more than 50 years.
Credits:
Client – Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Kellie Burmeister
Agency – Saatchi & Saatchi Australia
Chief Creative Officers: Dave Bowman, Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene
Creative: Rosita Rawnsley-Mason, David Govier
Head of Design: Tod Duke-Yonge
Integrated Designer: Sophie Whitehead
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Esta Lau
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Business Manager: Charlotte Brasington
Business Executive: Georgie Menzies
Media – Spark Foundry Australia
TV Production Credits
Production Company – Finch
Director: Christopher Riggert
Managing Director / Executive Producer – Corey Esse
Executive Producer – Nick Simkins
Producer: Caroline David
DOP: Sam Chiplin
Casting – Felicity Byrne
Editorial- Offline – Arc
Editor: Jack Hutchings
Post-Production – Alt VFX
VFX Director/Founder: Col Renshaw
Post-Production Producer: Celeste Fairlie
Sound – Sonar
Stills production credits
Production Company – Photoplay
Photographer – Michael Corridore
Executive Producer – Alison Lydiard
Producer – Amanda Moore
Retouching – Prodigious